Faced With Competitive Las Vegas Sports Market, UNLV Athletics Release ‘Be A Rebel’ Branding Campaign
By ALAN SNEL
LVSportsBiz.com
When Desiree Reed-Francois arrived on the UNLV campus from Virginia Tech in 2017, she inherited a men’s basketball team that no longer ruled Las Vegas and a football team that continued its perennial chase for an identity amid its losing ways.
Reed-Francois began her journey trying to change the culture of a university athletic department that was trying to create both a buzz for its teams and deeper revenue streams in the face of a market that had a new NHL team and new WNBA and minor league soccer teams.
She did a lot of listening, assembled a committee to hear suggestions and rolled out a new Eat All You Can football ticket deal that she hopes inspires more UNLV fans to follow a trail of endless nachos, hot dogs and popcorn to Sam Boyd Stadium starting in September.
And now, to tie it all together, Reed-Francois unveiled Thursday a new branding campaign called, “Be A Rebel.” Here’s the video for the campaign.
In a press release, the athletic director said, “Be A Rebel – three simple words that mean so much because we do things differently here.”
Reed-Francois added, ““Diversity of thought and passion from our team paired with the nature of our city, our culture, and the direction we are headed inspired the campaign. Las Vegas is a place built by those not afraid to be Rebels and this campaign honors their legacy. Be A Rebel is a call to action to join our student-athletes, student body, staff, fans and entire campus community together in boldly writing our future.”
ADVERTISEMENT
ADVERTISEMENT
UNLV is building a $31 million football training center on campus and negotiated a deal with the Raiders to share a new $1.8 billion domed stadium starting in 2020.
*
Follow LVSportsBiz.com on Twitter, Facebook and Instagram. Contact LVSportsBiz.com founder/writer Alan Snel at asnel@LVSportsBiz.com
